sample report - techtarget · 2018-01-02 · sample report . techtarget research ©techtarget 2...

©TechTarget 1 TechTarget Research

Sample Report


Market Landscape 2x Annual

Strategic Insight


Example Technology Roadmap—Organizations Greater Than $2B Shows which markets are poised for growth over the next 24 months

58%

53%

38%

29%

26%

24%

17%

15%

14%

11%

11%

9%

9%

9%

6%

7%

5%

11%

3%

5%

3%

5%

12%

5%

4%

6%

4%

9%

16%

17%

15%

27%

19%

13%

12%

12%

13%

7%

6%

19%

13%

10%

12%

21%

16%

9%

6%

16%

29%

35%

25%

50%

36%

38%

45%

45%

33%

45%

63%

65%

51%

44%

All-flash arrays

Hybrid arrays

Object storage

Software-defined storage

Cloud storage (primary)

HyperConverged infrastructure

OpenStack/private cloud storage

Cloud storage (backup)

Copy data management

HCI for secondary storage

NVMe flash

Storage for containers

DRaaS

In Use Now In Pilot /Evaluation In Near Term Plan In Long Term Plan Not in Plan

n=113 Q: Please indicate the status of the following technologies in your company today.


Storage Momentum Index™, Adoption Index™ and Spending Index™ show growth, penetration and dollar flows in the market TechTarget Storage Momentum IndexTM

70

58

48

46

45

44

43

34

33

33

27

16

15

DRaaS






OpenStack/private cloud storage

Hybrid arrays



NVMe flash

Object storage

All-flash arrays

0 No Momentum

100 High Momentum

TechTarget Storage Spending Intensity IndexTM

5

5

4

3

3

2

2

1

1

All-flash arrays


Hybrid arrays

Object storage





DRaaS

0 Low Spending

Intensity

5 High Spending

Intensity n=419

TechTarget Storage Adoption IndexTM

50

48

41

38

35

34

28

22

21

21

15

13

11

Hybrid arrays

All-flash arrays



Object storage




OpenStack/private cloud storage DRaaS

NVMe Flash



0 No Adoption

100 High Adoption


Deal ScoreCard 4x Annual Tactical Insight

For Product, Marketing & Sales Leadership


Q3 2016 Q4 2016 Q1 2017 Q2 2017 60%

62%

64%

66%

68%

70%

72%

74%

Leader 1 Leader 2

Vendor consideration prior to purchase over time Data Description: Vendor Consideration Prior to Purchase Over Time shows the percent of IT buyers who are considering each vendor prior to purchase for the time period indicated on the horizontal axis. Market Leaders shows the vendors that dominate consideration, while Key Sample Market Vendors displays the vendors that also consistently receive consideration, but at a lower level than the market leaders

Data Interpretation: Market leaders can see how they stack up against their core competitors and if their consideration rate is on the incline, decline or flat over time. Challengers can gauge which competitors are most vulnerable.

Market Overview: Sample Market PRE PURCHASE

Leaders


Vendor consideration prior to purchase over time Data Description: Vendor Consideration Prior to Purchase Over Time shows the percent of IT buyers who are considering each vendor prior to purchase for the time period indicated on the horizontal axis. Market Leaders shows the vendors that dominate consideration, while Key Sample Market Vendors displays the vendors that also consistently receive consideration, but at a lower level than the market leaders

Data Interpretation: Market leaders can see how they stack up against their core competitors and if their consideration rate is on the incline, decline or flat over time. Challengers can gauge which competitors are most vulnerable.

Q2 2017 Challengers

Market Overview: Sample Market PRE PURCHASE

2% Challenger 5

2% Challenger 6

2% Challenger 7

2% Challenger 8

1% Challenger 9

1% Challenger 10

1% Challenger 11

Challengers

Q3 2016 Q4 2016 Q1 2017 Q2 2017 0%

5%

10%

15%

20%

25%

Challenger 1 Challenger 2 Challenger 3 Challenger 4


The product features that influence vendor consideration and selection

Data Description: The product features that most Influence vendor consideration and selection shows how of ten IT buyers cite a key product feature as influencing which vendors they consider for purchase and which ones they ultimately buy from. The trend data reflects whether these features have been stable, or risen or fallen in importance over time

Data Interpretation: Gain insight into how features evolve in importance. Declining features no longer need to be emphasized as much in marketing investments. As IT buyers gain confidence in a technology, priorities may shift more toward long-term concerns like scalability and integration.

Market Overview: Sample Market PRE & POST PURCHASE

Feature Pre-Purchase Market overall

Pre-Purchase Feature Trend

Post-Purchase Market Overall

Post-Purchase Feature Trend

Meets our security compliance needs 55% 47%

Computing resources are scalable and elastic enough to suit workload needs 37% 48%

Adequate networking performance 25% 21%

Compatible with current data center infrastructure 22% 15%

Ensuring workloads are properly suited (compatible) with the tech provider’s infrastructure 20% 29%

Can migrate workloads between in-house systems and tech providers 20% 16%

Works with current storage infrastructure 20% 10%

n=657 n=291


How important technology drivers boost vendors’ pre-sales consideration

Data Description: How “important technology driver” areas help boost vendors pre-sales consideration shows how IT buyers considering each vendor rate the importance of the technology drivers listed on the left during the evaluation phase compared to their overall importance to all potential buyers.

Data Interpretation: IT buyers may choose market leaders because they see their implementations as checking all of the boxes on their required technology drivers list. Negative scores may indicate a perception that the vendor is not strong in that area. High positive scores may indicate that buyers see that vendor as having a niche strength in that driver.

Sales and Marketing Effectiveness: Sample Market

Leader 1 Leader 2 Challenger 1 Challenger 2 Challengers

Reduce Costs +3% -3% +3% -4% +9%

Provide elasticity (scalability up and down) +10% +2% +6% +3% -2%

Provision resources more quickly +7% +7% +12% 0% +20%

Replace in-house computing systems -1% +15% +26% +23% +7%

Avoid building additional data center resources +9% +10% +1% +48% +14%

Reduce data center footprint +8% +4% -4% -26% +20%

Provide more computing capacity +6% -5% -4% -3% -15%

Avoid hiring additional staff -6% -7% -7% +77% +37%

Enable DevOps deployment +10% -7% -19% -7% -4%

Add storage to support performance needs of SaaS providers -5% -7% +69% +77% +34%

n=646 n=646 n=646 n=646 n=646

PRE PURCHASE


Evaluating vendor pipelines from short list to evaluation to wins

Data Description: Evaluating vendor pipelines from short list to evaluation to wins shows how IT buyers evaluated or shortlisted a vendor during their IT purchasing selection process.

Shortlist share is the percentage of shortlists the vendor appeared on..

Evaluation conversion is the percent of total transactions in which that vendor was evaluated.

Transaction share is a vendor’s share of wins as compared to all deals.

Data Interpretation: Taken together, these data measure a vendor’s ability to compete for initial consideration, serious consideration, and selection. Comparing these metrics for a given vendor reveals strengths and weaknesses in the sales and marketing operation.

Short list share

Evaluation conversion


Transaction Share

% of 368 total technology wins

Leader 2 124 wins

59%

57%

of 216 evaluations

34%

Challenger 1 26 wins

29%

25%

of 106 evaluations

7%

Challenger 3 8 wins

11%

20%

of 41 evaluations

2%

Challenger 2 14 wins

15%

25%

of 55 evaluations

4%

Leader 1 178 wins

70%

70%

of 256 evaluations

48%

POST PURCHASE

% of 368 total technology wins


Top vendors’ effectiveness at getting and winning deals Data Description: Top vendors effectiveness at getting and winning deals represents the percent of IT buyers considering key market leaders in the technology space by quarter. Evaluation Conversion is the percent of those IT buyers who went from considering the vendor to selecting them.

Data Interpretation: Determine how effective an organization’s marketing team is at driving vendor consideration and how effective their sales team is at closing deals.

Evaluation Rate Evaluation Conversion Rate

Leader 1

Q3 2016 Q4 2016 Q1 2017 Q2 2017 0%

20%

40%

60%

80% Leader 2

Q3 2016 Q4 2016 Q1 2017 Q2 2017 0%

20%

40%

60%

80%

Challenger 1

Q3 2016 Q4 2016 Q1 2017 Q2 2017 0%

20%

40%

60%

80% All Others

Q3 2016 Q4 2016 Q1 2017 Q2 2017 0%

20%

40%

60%

80%

Sales and Marketing Effectiveness: Sample Market POST PURCHASE


How “important feature” areas help boost vendors’ pre-sales consideration

Data Description: How “important feature” areas help boost vendors pre-sales consideration shows how IT buyers considering each vendor rate the importance of the features listed on the left during the evaluation phase compared to their overall importance to all potential buyers.

Data Interpretation: IT buyers may choose market leaders because they see their implementations as checking all of the boxes on their required features list. Negative scores may indicate a perception that the vendor is not strong in that area. High positive scores may indicate that buyers see that vendor as having a niche strength in that feature.



Meets our security/compliance needs +1% +11% -8% -12% 6%

Computing resources are scalable and elastic enough to suit workload needs +4% +10% 0% +23% +2%

Networking performance +10% -10% -2% -21% -14%

Compatible with current data center infrastructure +2% +2% +15% +8% +13%

Ensuring workloads are properly suited (compatible) with the tech provider's

infrastructure (e.g., APIs) +9% +8% +11% -2% +38%

Can migrate workloads between in-house systems and tech providers -7% +9% -13% +23% +8%

Works with current storage infrastructure +4% +3% +45% +53% -3%

Integrates with non-virtual systems +6% -9% +29% +18% +69%

Container support -2% -6% +44% +64% +28%

n=646 n=646 n=646 n=646 n=646

PRE PURCHASE


What “important feature” areas are more prevalent when a vendor wins a deal

Data Description: What “important feature” areas are more prevalent when a vendor wins a deal shows how IT buyers considering each vendor rate the importance of the features listed on the left during the evaluation phase compared to their overall importance to all potential buyers.

Data Interpretation: IT buyers may choose market leaders because they see their implementations as checking all of the boxes on their required features list. Negative scores may indicate a perception that the vendor is not strong in that area. High positive scores may indicate that buyers see that vendor as having a niche strength in that feature.

Sales and Marketing Effectiveness: Sample Market POST PURCHASE


Meets our security/compliance needs +5% +9% -2% -22% -59%

Computing resources are scalable and elastic enough to suit workload needs +10% +1% -14% -5% -60%

Networking performance +6% -17% -13% +30% +37%

Can migrate workloads between in-house systems and tech providers +28% -22% -44% -44% -12%

Ensuring workloads are properly suited (compatible) with the tech provider's

infrastructure (e.g., APIs) +1% +4% +4% +4% -27%

Compatible with current data center infrastructure -51% +43% +16% -44% +144%

Works with current storage infrastructure -19% +23% -12% +77% -8%

Integrates with non-virtual systems +5% -35% +52% -100% +139%

Container support +16% -35% +14% +24% +59%

n=336 n=336 n=336 n=336 n=336


Thank you. For more information: Brian McGovern, Vice President, Research & Data Products Direct: (617) 431-9308 Email: [email protected]

sample report - techtarget · 2018-01-02 · sample report . techtarget research ©techtarget 2...

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